value-proposition-canvas

What this skill does

# Value Proposition Canvas - Design Offerings Customers Actually Want

> Use Osterwalder's Value Proposition Canvas to systematically achieve product-market fit by matching your products and services to customer jobs, pains, and gains

## When to Use This Skill

- **Launching a new product or service** and need to validate the value proposition
- **Struggling with product-market fit** and need to diagnose why customers aren't buying
- **Repositioning an existing offering** to better meet customer needs
- **Entering a new market segment** with different customer requirements
- **Developing pricing strategy** based on value delivered
- **Aligning teams** around a shared understanding of customer value
- **Preparing for investor pitches** with clear value proposition articulation
- **Innovating on business models** by deeply understanding customer context

## Methodology Foundation

| Aspect | Details |
|--------|---------|
| **Source** | Value Proposition Design (2014) |
| **Experts** | Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith - Strategyzer |
| **Core Principle** | "80% of new products fail not because they lack functionality, but because they miss the mark on what customers actually want. The VPC helps you design value propositions that match customers' jobs, pains, and gains." |


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures video workflow | Final creative vision |
| Suggests shot compositions | Equipment selection |
| Creates storyboard templates | Brand aesthetics |
| Generates script frameworks | Final approval |
| Identifies technical requirements | Budget allocation |

## What This Skill Does

This skill helps you systematically design value propositions that customers actually want—reducing the risk of building something nobody needs.

You'll learn to:

1. **Map the Customer Profile** - Understand jobs, pains, and gains deeply
2. **Design the Value Map** - Create products, pain relievers, and gain creators
3. **Achieve FIT** - Match your offering to what customers truly value
4. **Prioritize ruthlessly** - Focus on what matters most to customers
5. **Test and validate** - Move from assumptions to evidence
6. **Iterate systematically** - Evolve your value proposition based on learning

The result: Products and services that solve real problems customers will pay for.

## How to Use

### Prompt Examples

```
Help me create a Value Proposition Canvas for my [product/service]. My target customer
is [description]. Walk me through the customer profile first, then the value map.
```

```
My product isn't selling. Use the VPC framework to diagnose why. Here's what we offer:
[product]. Here's who we're targeting: [customer]. Help me find the fit gaps.
```

```
I'm pivoting to a new customer segment. Use the Value Proposition Canvas to help me
understand [new segment] and design a value proposition that fits their needs.
```

```
Review my value proposition using Osterwalder's framework. Customer: [description].
Our offering: [product/service]. Does it achieve fit? What's missing?
```

```
Help me prioritize features for my MVP using the VPC. I have these potential features:
[list]. My target customer's main jobs/pains/gains are: [describe].
```

## Instructions

### The Value Proposition Canvas Overview

```
┌─────────────────────────────────────────────────────────────┐
│                VALUE PROPOSITION CANVAS                      │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│   VALUE MAP (Square)          CUSTOMER PROFILE (Circle)     │
│   ┌─────────────────┐         ┌─────────────────┐          │
│   │ Products &      │         │ Customer Jobs   │          │
│   │ Services        │         │ (functional,    │          │
│   │                 │   FIT   │  social,        │          │
│   │ Pain Relievers  │ ←─────→ │  emotional)     │          │
│   │                 │         │                 │          │
│   │ Gain Creators   │         │ Pains    Gains  │          │
│   └─────────────────┘         └─────────────────┘          │
│                                                             │
│   "How you create value"      "What customers need"         │
│                                                             │
└─────────────────────────────────────────────────────────────┘
```

**Golden Rule**: Always start with the Customer Profile (right side) before the Value Map (left side). Understand the customer before designing the solution.

---

### Step 1: Map Customer Jobs

Customer jobs are the tasks customers are trying to accomplish, problems they're trying to solve, or needs they wish to satisfy.

**Three Types of Jobs:**

| Type | Description | Question to Ask |
|------|-------------|-----------------|
| **Functional Jobs** | Practical tasks with tangible outcomes | "What task are they trying to complete?" |
| **Social Jobs** | How they want to be perceived by others | "How do they want others to see them?" |
| **Emotional Jobs** | Feelings or states they want to achieve | "How do they want to feel?" |

**Job Context Matters:**

The same job in different contexts may require different solutions:
- "Eat lunch" at desk vs. client meeting vs. with family = different needs
- "Manage finances" as student vs. retiree vs. business owner = different needs

**Uncovering Jobs - Questions:**

1. What is the one thing your customer couldn't live without accomplishing?
2. What tasks are they trying to complete in their work/life?
3. What problems are they trying to solve?
4. What needs are they trying to satisfy?
5. What are they ultimately trying to achieve?

**Rank jobs by importance** to the customer (most important → least important).

---

### Step 2: Identify Customer Pains

Pains are anything that annoys customers before, during, and after trying to get a job done.

**Types of Pains:**

| Pain Type | Examples |
|-----------|----------|
| **Undesired outcomes** | "This doesn't work", "Produces poor results" |
| **Obstacles** | "I don't have time", "I can't afford it" |
| **Risks** | "I could lose money", "I might look foolish" |
| **Frustrations** | "This is too complicated", "I hate waiting" |

**Pain-Finding Questions:**

1. What do your customers find too costly? (time, money, effort)
2. What makes them feel bad? (frustrations, annoyances)
3. What current solutions underperform for them?
4. What are the main difficulties and challenges they encounter?
5. What negative social consequences do they fear?
6. What risks do they fear? (financial, social, technical)
7. What mistakes do they commonly make?
8. What barriers prevent them from adopting a solution?

**Rank pains by severity** (extreme → moderate).

---

### Step 3: Define Customer Gains

Gains are the outcomes and benefits your customers want. They are NOT simply the opposite of pains.

**Types of Gains:**

| Gain Type | Definition | Example |
|-----------|------------|---------|
| **Required** | Must-have for solution to work | "Phone makes calls" |
| **Expected** | Basic expectations | "Hotel room is clean" |
| **Desired** | Would love but don't expect | "Personalized recommendations" |
| **Unexpected** | Beyond imagination, delighters | "Surprise free upgrade" |

**Gain-Finding Questions:**

1. What savings would make your customers happy? (time, money, effort)
2. What quality levels do they expect?
3. What would make their jobs or lives easier?
4. What positive social consequences do they desire?
5. What do they dream about?
6. How do they measure success and failure?
7. What would increase their likelihood of adopting a solution?

**Rank gains by relevance** (essential → nice-to-have).

---

### Step 4: List Products and Services

Now move to the Value Map. List all the products and services your value proposition is built around.

**Categories:**

| Type | Examples |
|------|----------|
| **Physical/tangible** |